Challenge:
AJ Sports required a consistent content programme that showcased the depth of expertise, in-store experience, and community impact they deliver across cricketing hubs in Surrey and Middlesex.
The objective was to:
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Highlight AJ Sports’ product knowledge and customer service
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Celebrate their role within the local cricketing community
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Amplify key partnerships, including the National Fast Bowling Academy
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Build long-form content that positioned AJ Sports as a trusted authority in cricket retail
Strategic Approach:
Monthly YouTube Anchor Content
Delivered one long-form YouTube video per month, built around education, product insight, and storytelling.
This content strategy has garnered over 1 million views for partner brands, including Gunn & Moore, proving the channel’s ability to drive meaningful scale and visibility.
Multi-Format Content Ecosystem
Created a steady flow of short-, medium-, and long-form content demonstrating:
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Bat fitting expertise
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Equipment advice
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In-store service
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Real customer interactions
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Brand & Partner Collaborations
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Produced collaborative content with leading cricket brands including:
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New Balance
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Kookaburra
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Salix
Ensuring AJ Sports was positioned at the centre of the cricket equipment conversation.
Community & Event Coverage
Covered key moments across the South of England, including league partnerships and cricketing events - reinforcing AJ Sports’ commitment to grassroots and performance pathways.
Strategic Amplification:
Distributed content through owned channel networks to maximise reach, discoverability, and engagement beyond AJ Sports’ immediate audience.
Services Used:
Content Creation
Two-person camera crew and photographer capturing video and stills across store, events, and partnerships
Amplification
Strategic distribution through owned media channels to extend reach and impact
Campaign Outcomes:
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1,00,000+ video views
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12,000+ engagements
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343 high-quality photos delivered
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1 million+ YouTube views generated for Gunn & Moore through monthly long-form content
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Strengthened partnerships with leading global cricket brands
Results:
AJ Sports’ content strategy positioned the brand as a go-to authority in UK cricket retail - combining education, community, and credible brand partnerships to drive sustained reach, engagement, and long-term trust across the cricketing ecosystem.
